This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment, or both. This diagram sums up the way most brands go wrong, and what it takes to …
The Fragmented Brand Strategy
This post is one in a series on our biggest brand strategy secret here at Distility: That most bad brands can be traced back to a failure of exploration, a failure of commitment or both. This diagram sums up the way most brands go wrong, and what it takes to get to …
Brand vs Brand Strategy: The Rematch
It is time once again explore the absolutely fascinating subjects of brand and brand strategy. We’ll pick up our conversation again with some useful definitions. Brand. Your company’s brand can be thought of as its image in the collective mind of the marketplace – its personality, promise, and position as perceived …
Brand Strategy Future – Visionary Words from P&G CEO
I’m pretty blown away by the Adage.com interview with P&G CEO Bob McDonald. His thoughts on brand strategy are in perfectly sync with those of Lisa Bradner. Lisa is the author of Forrester’s “Adaptive Brand Marketing” we’re big fans of hers. McDonald is taking it to another level here, and …
Breaking Brand News – iPhone Killer from Germany – The xPhone
We don’t normally do breaking news over our blog but this is too important to ignore. It is a serious game changer! Apple and Motorola will need to change their branding strategies for sure.
Why Mission Statements are Dumb
The reason so many mission statements are dumb is because the idea that every company needs one is dumb. There are some organizations that need to decide who they are, why they are here, and what they do. Salt of the earth stuff. For them mission statements make sense. Some …
Branding Innovation – Community Survey
[go straight to survey] We here at Distility need your help. Tell us what you want to learn about branding and innovation by answering two to three super quick questions. We’ll use your answers to tailor our blog, tweets, and seminars for the MaRS Community, and eventually for the world.
Mission Statements – Our Dirty Little Secret
Mission Statements Make Me Cry They are typically misunderstood, impractical, and poorly facilitated. Nobody remembers them except those that have the misfortune of having them mounted on a plaque in their lobby. And frankly, even then they don’t remember it. So what do we do when someone comes to our …
Mission Statements. Why They Make Me Cry.
Mission Statements make me cry. And not in a good way like at the end of Star Wars. (Don’t tell anyone). Pass me a tissue and I’ll tell you why… Mission Statements Trick TeamsTeams desire cohesion. They long for alignment. When it is missing, they seek to fill that void …
Brand Positioning – The Droid Problem
With their “Droid Does” campaign, Motorolla is using the “Repositioning the Competition” strategy, using the iPhone’s entrenched brand status as the way to get sticky in our minds. It is the same strategy used when Avis fought Hertz with their classic ““We’re number two. We try harder” brand strategy. Key …